09 · Territory · Reach the right users
Distribution
How does the product reach users who genuinely benefit from it?
Map27 skills
6 capabilitiesClick a tile to open a skill
- 09.1Go-to-market strategyThe plan for bringing a product or feature to its audience: which people, which channels and what message.
- 09.2Organic acquisitionChannels that bring users without paying per click: search, content, communities and word of mouth.
- 09.3Viral growthGrowth that comes from users bringing other users, through sharing, invitations and network effects.
- 09.4Product-led growthUsing the product itself as the main way to acquire, convert and expand customers.
- 09.5B2B acquisitionHow businesses find, evaluate and buy products, and how a product supports that process.
- 09.6Growth economicsThe numbers that decide whether growth is sustainable: what it costs to win a customer and what that customer is worth.
About Distribution
09Distribution is how a product reaches the people it can help. Great products still fail when nobody hears about them, and many channels depend on product decisions: shareable outputs, invitations, SEO-friendly pages, free plans. A product engineer does not have to be a marketer, but should understand how growth works well enough to build for it and to work with the people who own it.
What a product engineer should be able to do here
Understand how distribution works, design product features that support adoption, and collaborate effectively with marketing, growth and sales specialists.